Sprite is cooking up some serious millennial bait in the form of soda cans emblazoned with Drake lyrics. It's part of the soft drink's new "Obey Your Verse" campaign, which features 16 different limited-edition packaging designs — cans, bottles, and boxes — featuring rhymes from the Toronto-born rapper as well as hip hop legends Nas, Rakim, and the Notorious B.I.G.
A press release points out that "Sprite became one of the first mainstream brands to acknowledge the cultural impact of hip-hop" in 1986 when it featured Kurtis Blow in a commercial. Previous Sprite campaigns have featured everyone from Missy Elliott to Grandmaster Flash — and while most kids drinking Sprite these days probably have no clue who the latter is, they'll surely be clamoring to get their hands on one of those "started from the bottom now we here" cans.
Sprite's not the only brand turning to famous wordsmiths to adorn its packaging: Last year, Chipotle launched a series of soda cups and takeout bags printed with "two-minute readings" from authors like Malcolm Gladwell and Toni Morrison and celebrities such as director Judd Apatow and comedian Sarah Silverman.